Nars Cosmetics partners with Tira to expand India footprint

Global beauty brand Nars Cosmetics has announced a strategic partnership with Reliance Retail’s omni-channel business Tira. Nars Cosmetics aims to boost accessibility in the country and roll out immersive experiences both on- and offline.

 
“Our partnership with Tira marks an important milestone for Nars in India,” said Shiseido Group’s India country head Sanjay Sharma in a press release. “Tira’s omni-channel strength and innovation-first approach align seamlessly with our mission to establish Nars’ artistry with Indian consumers. Tira’s unique retail experience allows us to capture consumer interest in fresh and engaging ways, while opening new avenues for beauty enthusiasts to discover and immerse themselves in Nars- whether online or in-store. This partnership goes beyond retail; it is about nurturing a deeper, more meaningful connection with India’s vibrant beauty community.”
 
For the first phase of the partnership, Nars products have launched on Tira’s e-commerce platform and shopping app as well as in four brick-and-mortar Tira stores located in Jio World Drive, Mumbai; Viviana Mall, Thane; Mall of India, Noida; and Ambience Mall, Vasant Kunj. Nars has also debuted its Light Reflecting™ Luminizing Powder in India, exclusively with Tira.

“At Tira, our vision is to build a curated beauty platform that is bringing the world’s most coveted beauty experiences closer to Indian consumers,” said a spokesperson for Tira. “We’re excited to welcome Nars to Tira and believe this partnership will inspire beauty lovers across the country to discover new ways of expressing their individuality.” 
 
Nars Cosmetics was founded by makeup artist and photographer François Nars in 1994. The label’s hero products include its Orgasm Blush, Natural Radiant Longwear Foundation, and Radiant Creamy Concealer.
 
“At, Global SS Beauty Brands we are in the business of bringing beauty experiences to life and making them accessible to consumers across India,” said Global SS Beauty Brands’ CEO Biju Kassim. “We are delighted to bring the iconic and bold world of Nars to Indian consumers through Tira’s dynamic new age platform. This collaboration reflects our commitment to making the most coveted global beauty experiences accessible to India’s new-age consumer.”